Activists have long sought a full ban on the use of fur — remember when activists hurled a dead raccoon on Anna Wintour’s lunch table in 1996? — but last year, 73% of fashion shows in New York, Paris, Milan and London featured fur, the New York Times reported.

Armani’s self-imposed ban will begin with his fall collection. The fashion legend has dressed the likes of Alicia Keys, Beyonce, Naomi Watts, Nicole Kidman, Charlize Theron, David Beckham and George Clooney.